Macquarie Business School, Macquarie U., Australia
With populist movements on the rise globally, firms face an increased risk from political threats. While firms need to use non-market strategies to manage these risks, we lack theoretical and empirical understanding of how firms use and amend their non-market strategies to manage political risk emanating from a transition into a populist regime. Our case study of Big Tech firms in the United States (US), Google and Amazon, highlights different non-market strategies that positions these firms as outsider versus insider of the populist agenda. Our findings contribute to a more nuanced understanding of how firms combine corporate social resposnibility and coporate political activity in transitioning political regimes.
